Internet trends… The death of the phone book
As we listen to calls across the country, we find that more and more people are using the nearest and easiest tool to find people and businesses. If a computer is closer than a phone book people use the computer. This trend has been visible for quite a while in larger more technologically oriented communities. However the trend is catching in smaller communities. An example we came across today illuminates how the need for expediency is over-riding the comfort of traditional behaviour.
In this case, a chiropractor uses resultstracking.com to track the amount of response he gets from his internet marketing efforts. The raw data of number of calls, length of call, repeat or unique calls is all very interesting and valuable from a local perspective. The qualitative data of the content of the calls is what can help reveal trends.
This particular caller happened to be a small town medical doctor, who had a patient in crisis. He needed assistance from the patient’s chiropractor in helping diagnose the condition. Instead of turning to the phone book, he turned to the internet and looked for the chiropractor on the internet. What makes this interesting is that the medical doctor probably not only knew the chiropractor, but also had the chiropractors number available in a variety of places in his office. For sure it was in the phone book.
June 21st, 2008 at 6:55 am
in 2006 we were listed in every major phone book on the Los Angeles and Westside areas (4 major books). In 2007 we cut that in half and decreased our ad sizes to near minimal allowed sizes. In 2008 we discontinued all book advertising and focused solely on repeat referrals and internet. Been a great year so far.